For BMW Using the factors influencing the choice of promotio

For BMW...

Using the factors influencing the choice of promotional mix listed in the text on pp.540 - 542, evaluate your product in terms of these factors (use the chart outlined in the Required Format below). Then briefly discuss the ideal promotional mix for your product (personal selling vs. non-personal) based on your evaluation and explain your response.

Factors Influencing Choice of Promotional Mix

Nature of the MarketAssessment of ProductPers/Non

Number of buyers:                                  Many                                       Non-Personal

Geographic concentration:                     US & Europe                          Non-Personal

Type of customer: (B2C, B2B, B2G)      ?                                              ?

            Nature of the Product

Type of good or service:                         Both                                        Personal

Complexity / Use of trade-ins:                Yes                                          Personal

            Stage in Product Lifecycle:                          Growth                                    Non-Personal

            Price: (relatively H/M/L)                                 High                                        Non-Personal

            Summary of results & why: (ideal promotional mix for this product using the chart)

Solution